How your competition can actually HELP you make sales!
I've been hearing a lot of people talking about ‘saturated markets’ lately and are worried that there's too many people in their space doing what they do.
But I wanted to share a bit of a different perspective with you on that today.
AND… I'm sharing something with you that I've only ever done once before! I’m sharing a video that I recorded inside Chromatical Club 🥳
You might already know that I share monthly masterclasses, multiple live sessions every month (pick my brain sessions, goal setting, content planning, mindset workshops, etc etc), but what you might not know, is I also share these random impromptu videos with thoughts that hit me whenever and wherever they hit me inside Chromatical Club.
That’s what this video that I’m sharing with you below is. One of my random non-planned videos!!
There's a lot of these sort of short trainings inside The Club and this one was something that I really wanted to share with you today because it was really relevant to the topic I’m talking about. So if you like what I’m chatting about in this email, be sure to watch the video too!!
Anyway, I wanted to share with you how there can be a LOT of value in selling or servicing in a niche where there is a lot of competition.
The video goes into a lot more detail but I thought I'd still give you an overview here.
SO…. Do you know how difficult it would be to sell a product that no one had ever heard of before?
Can you imagine being the first person to try to pitch that it’s a really cool, sweet and caring thing to cut off flowers and put them in a vase for decoration INSIDE your house?
Can you imagine being the first ever person to try to suggest that people ditch having a band at a wedding and get one person to mix music on a DISC?
Can you imagine being the first person to say ‘hey I’ve put this smelly wax into a jar and what you should do is light this middle bit on fire and it’ll create not only light but also make your house smell good’
Can you imagine being the first person to say ‘I’m going to put damaging, burning chemicals on peoples heads to take all the colour out of their hair and it’s going to look really cool’
Can you imagine being the first person to say ‘join my subscription box, I’m going to automatically take money out of your bank every month and post you something that you don’t have control over, but I’m going to decide what it is.
Can you imagine being the first ever copywriter trying to encourage people that you’ll write words FOR them!!
It’s like… weird when you try and imagine the normal things in our life as if they were brand new never done before. But they AREN’T weird because there’s so many people doing it.
A lot of people wish they were the only person who sold or offered what they offered, but the truth is you would probably make muchhhh fewer sales or bookings if that was the case.
When there are a lot of people offering similar things as you, they are essentially marketing you FOR you!!! They are building awareness, desire and excitement about the type of products or services you offer, which creates a demand for what you do.
I think it was Netflix that had an extremely difficult time getting off the ground because it was such an unfamiliar offering back when people were used to video stores.
But now that it's so common and understood that streaming is part of our lives, how easy is it now for Disney and Amazon and Binge and Stan (and the bazillion others) to release similar offerings. They compliment each other now because they all market each other and create a desire and demand for streaming services.
The same goes with marketing or memberships or courses or programs. For me, the fact that there are so many people out there, marketing ‘marketing help’, is incredible for me.
They are investing in ad spend, education, content and so much more to teach and educate people that this is important if they want to grow their businesses. They are getting in front of people and bringing awareness to the fact that getting marketing help is a normal and very powerful thing to do to grow your business..
If I was the only one to be offering marketing training and support, it may be very weird, untrustworthy, unfamiliar which means I would have a much more difficult job trying to explain exactly what it was that I offered to people. A reallllll uphill battle to market myself.
Allllll the other marketers are doing me a favour by being in my space, because by the time people DO find me, (if they are the right kind of customer a client for me) there's almost not a question as to whether they're going to end up working with me somehow as they already have the awareness thanks to everyone else in the marketing space!!
My potential clients are already aware and educated that this is something that they need it's just a matter of finding the right person for them. And if I’m the right person…. MAGIC!
In my mind, I have no competitors. I just have people who are also offering services in the marketing space who are educating some of my future clients or customers that investing in marketing is valuable. And I’m doing the same for them! It’s such a positive thing.
That’s just me talking about the marketing space though. But the same goes for whatever industry you're in. Even right down to the huge companies like Coke and Pepsi!! (I saw a TikTok on a different angle on this the other day - click here to watch that) Super interesting.
In my video below though, I talk about florists and hairdressers and $2 shops! Isn’t it funny how you often see strips of shops and there’s heaps of the same type of service or shop on that strip? That’s because competition is GOOOOOD for business!
So if you're ever worried about competition or being a saturated market, you don’t have to be. What you DO have to understand though is the value that comes from standing OUT and having clear unique reasons why people would choose your business (that’s often why niching becomes super valuable - I’m a super clear niche in the marketing space, I’m definitely not everyone’s cup of tea and that’s good! It means I stand out to the right people!)
Nailing your business and marketing strategy so that you have a clear difference when people do discover you they know that you're there person is so important.
I don't know any other marketers that do what I do, speak how I speak, think how I think, so I don't believe that I have competition. I just have allies who also believe in the power of business and marketing strategies, plans and help and support, who also actively promote the value of investing in upskilling yourself! And that is only aiding me so that when people like you discover me, connect with me, and start to realise that the way that I explain things aligns with you, it's an extremely easy sell into my programs because you know that I really am going to be able to help you. And you know that because more often than not, you have an awareness from other brands that marketing is important.
I'm not threatened by other marketing businesses, I'm grateful.
I hope that this email and the video that I've attached below give you a bit of a different perspective when it comes to how you perceive your competition.
And I hope it shows the value of having a super solid marketing strategy (hi The Experience and hi Chromatical Club haha) to ensure that when people do find your business, that you stand out and are the clear and obvious solution to their problems (regardless of whether you're a product or service based business).
Here’s that video!!
If you want to chat about how I can help you to really lean into your differences and build a business that does stand out so that when people find you (and you learn also how to get people to find you), they know you’re their person or the right product for them, feel free to send me an email or a voice msg on Insta. Happy to chat about how Chromatical can help you with this!!